| With the increasing competition in the retail terminal market, the business environment and competitive landscape have undergone a qualitative change. Then, the phenomenon of Brand similar and Brand covering, which has weaken the brand’s influence on consumers. In multinational competition, Chinese enterprises will pay more attention to the terminal sales. Meanwhile, the company builds the channel driver through the store transferring the right of terminal operation. In this trend, companies must look for growth factors in the terminal sales market and rationalize the relationship between these factors to avoid falling into the terminal growth dilemma.In China, due to the presence of the depth distribution, this paper puts the terminal supplier of that involved in the transaction or terminal operators and as the research object, which includes manufacturers, distributors, wholesalers.Firstly, in this paper, the influence of changes in the channels driven, vendor terminal predicament, the terminal market conditions and consumer habits are analyzed, which indicates the source of the topic of this paper in order to determine the research directionSecondly, through the review of study of Situational factors at home and abroad, terminal vendors, this paper proposes limitations. On the base of summarizing situational factors and combining of different vendors and retail business perspective angle of situational factors, according to the consumer buying process, paper analyzes four categories containing17situational factors based on vendor perspective. On the base of using ISM model to divide these contextual factors into Logic Level division Paper compares the Significant degree of influence among situational factors by situational factors determine the AHP weights.Finally, through the analysis of marketing case, this paper explores the interaction of various situational factors terminal supplier marketing for suppliers to provide evidence in the development of the terminal. |
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